Plans & Pricing
Does My Company Subscribe?
Hubert JP Jolly
Global Head of Channel and Enterprise Services, Citi Treasury and Trade Solutions
B2B organizations deal with a number of complex processes on a daily basis. Most transactions need multiple approvals and every monetary move must be thoroughly documented. When it comes to banking, platform providers are challenged with making these tedious tasks as seamless and streamlined as possible. Hubert JP Jolly, global head of channel and enterprise services for Citi’s Treasury and Trade Solutions business, spoke to eMarketer’s Maria Minsker about how Citi is making the B2B user experience easier and more mobile-friendly.
eMarketer: What factors have led B2Bs to shift certain processes to digital channels such as mobile? The B2B space often moves slower than consumer-facing organizations—what did it take for B2B organizations to also get on the mobile bandwagon?
Hubert JP Jolly: Treasurers and CFOs are individual consumers in their personal lives—outside of work, they use consumer applications but while at work, they use B2B platforms. There is an increasing expectation for immediate gratification while on the go, such as when treasurers find themselves waiting for a flight in an airport, but need to approve an urgent payroll payment. This is why we launched CitiDirect BE Mobile and CitiDirect BE Tablet to capture these inevitable mobile moments in today’s fast-paced economy. The mobile expectations of our B2B users are influenced by their personal lives.
Areas in Which B2B Marketers in North America Are Most Interested in Using Artificial Intelligence to Support Their Marketing Strategy, Q1 2018 (% of respondents)
Extent to Which B2B Marketers in North America Understand the Differences Between Artificial Intelligence, Machine Learning and Predictive Modeling, Q1 2018 (% of respondents)
Expectations of Artificial Intelligence Among B2B Marketers in North America, Q1 2018 (% of respondents)
US Total Media Ad and Marketing Spending, by Media/Segment, 2014-2020 (billions and % change)
Current and Expected Usage of Artificial Intelligence (AI) for Procurement and Supply Chain Processes According to Decision-Makers in Western Europe and the US, May 2018 (% of respondents)
B2B Marketing Data: Capturing and Managing Data for Actionable Insights
B2B Ecommerce 2018: Transforming Buying and Selling
What's Holding B2Bs Back from More Advanced Data Management
Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It
Why Marketers Struggle to Define Artificial Intelligence
The Right Data Management Strategy Allows for Better B2B Campaign Execution